Market orientation of educational services at the Metropolitan University of Ecuador
DOI:
https://doi.org/10.62697/rmiie.v4iS1.153Keywords:
Market orientation, university marketing, educational marketing, university management, holistic marketingAbstract
With the objective of defining advertising and marketing strategies and tactics at the Metropolitan University of Ecuador and implementing a holistic approach, market orientation was evaluated to improve the effective coverage of educational services, particularly its academic offerings. These aspects are of singular importance to the institutional vitality of a young, self-funded private university undergoing growth and development. It is essential to understand the causes of the disruption of the desired harmonious relationship between relevance, social demand, and coverage. The evaluation of market orientation was conducted by applying different measurement scales used in the business sector and in higher education in different contexts. The application of the scales yielded reliable results by adapting and combining the elements and dimensions of the MAKTOR and MARKOR scales. This allowed us to understand the perception and participation of the academic faculty regarding this issue and identify key elements for a strategic plan. Other scales used in the experiment revealed some contradictory perceptions of the academic staff according to actual indicators. The need to develop an assessment scale more appropriate to a holistic marketing approach is evident.
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